SEOUL – The Sarawak Tourism Board (STB) has taken bold steps to enhance its presence in North East Asia, marking its participation in the Seoul International Travel Fair (SITF) 2025 and launching its first-ever trade outreach in Busan, South Korea.
In a statement, STB said the efforts are part of a broader regional strategy to strengthen Sarawak’s position across key markets, especially in the dynamic North East Asia cluster.
“These initiatives reflect Sarawak’s growing momentum ahead of the World Expo 2025 in Osaka, Kansai, where STB will leverage a global platform to increase visibility and engagement across the region,” the statement read.
Held from 5 to 8 June at COEX Convention Centre in Seoul, SITF 2025 marked Sarawak’s third consecutive appearance at South Korea’s largest tourism exhibition, which this year celebrated its 40th anniversary. The Sarawak Pavilion stood out with vibrant cultural performances, interactive experiences, and strong representation of its five tourism pillars: Culture, Adventure, Nature, Food, and Festivals (CANFF).
STB Chief Executive Officer Sharzede Datu Salleh Askor emphasized that Sarawak’s approach is long-term and data-driven.
“We’re not just participating in events — we’re building strategic market clusters that ensure Sarawak’s appeal grows sustainably across Korea and the wider North East Asia region,” she said.
“Our goal is for Sarawak to resonate not only in Seoul but also in Osaka and beyond.”
South Korean tourist arrivals to Sarawak hit 12,972 in 2024, a 20% increase over pre-pandemic figures in 2019 — a sign of the effectiveness of STB’s ongoing digital and on-ground marketing campaigns.
The momentum continued with Post-Event Product Updates in Seoul and, for the first time, Busan, from 9 to 10 June. The Busan outreach marked a historic first for Sarawak in South Korea’s second-largest city, solidifying its expansion beyond capital-focused promotion.
The sessions attracted top-tier outbound travel agencies and featured destination briefings, product updates, and networking to highlight Sarawak’s latest tourism offerings.
Meanwhile, STB is also intensifying preparations for World Expo 2025 in Osaka, where it will showcase Sarawak’s gastronomy under the Malaysia Pavilion, aligning with the national tourism brand.
With Visit Malaysia Year 2026 approaching, STB is positioning Sarawak as the Gateway to Borneo, offering authentic, immersive experiences to discerning travellers across Asia.
Photo Credit: UKAS
